Bourbon brand Wild Turkey has redesigned packaging across its 39 ready-to-drink products in the Australian market.
The refresh applies to the brand’s entire local RTD lineup, which includes canned and bottled formats, varying alcohol strengths, multiple flavours, and zero-sugar options.
Designed by Sydney-based agency The Creative Method, the company says the new visual aims to increase the brand’s visibility while drawing on its established heritage.
The update places larger visual emphasis on the brand’s turkey illustration across all formats, incorporates gold detailing, and establishes a standardised visual hierarchy across the portfolio.
“Wild Turkey has generations of bourbon heritage behind it and the turkey itself is an important part of that story,” said Mark Watson, MD at Campari Australia.
“We wanted the RTD portfolio to better reflect the uncompromising spirit and conviction and have greater standout on shelf, while remaining instantly recognisable to Wild Turkey drinkers.”
The updated packaging rollout has been distributed nationwide across retail locations.
“Icons and images are more immediate and can carry more personality than wordmarks or type-based logos. For Wild Turkey, that icon was staring us in the face. Any bird that aesthetically challenging deserved some more love,” said Tony Ibbotson at The Creative Method.
“The turkey already carried generations of recognition, character and story. We didn’t need to invent another brand asset. We needed to amplify the one that was already unmistakably Wild Turkey,” he added.
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